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The Impact of Search - Encouraging Advertising on Product Quality Evaluation
하영원 서강대학교 경제연구소 1989 경상논총 Vol.18 No.1
This paper investigates the effects of an advertisement that encourages consumers' search and comparisons. A laboratory experiment was conducted to examine the impact of search-encouraging advertising in comparison with traditional quality-oriented advertising. The results showed that search-encouraging advertising had a positive impact on perceived product quality when the advertised brand was a low-prior-opinion brand. However, search-encouraging advertising had a slightly negative impact when the advertised brand was a high-prior-opinion brand. A video-taped product information gathering session which followed advertising revealed that advertising made consumers reallocate attention during product information search.
하영원,박경도,박진용 한국경영학회 2007 한국경영학회 통합학술발표논문집 Vol.2007 No.8
본 사례는 국내 렌터카 시장에서 시장점유율과 매출액에서 최고의 위치에 있는 금호렌터카의 성공요인에 대해 분석하였다. 금호렌터카가 렌터카 시장에서 대표기업으로 부상한 주요 성공요인은 고객만족을 중시하는 경영에 있음에 주목하여 금호렌터카의 고객만족 경영방식을 상세히 고찰하고 시사점을 제시하였다. 분석을 위해 금호렌터카의 고객만족 경영을 첫째, 고객의 욕구를 파악하는 것을 중심으로 한 고객관계관리 측면과, 둘째 서비스 품질통제를 위한 서비스 프로세스 관리의 측면으로 나누어 살펴보았다. This case investigates the main success factors of Kumho Rent-A-Car, whose market share and sales rank highest in Korean rental car industry. One of the major factors of Kumho`s success that we focus is its emphasis on customer satisfaction. For our investigation, we consider two aspects of Kumho`s customer satisfaction management: first, how they manage customer relationship, and second, how they organize their service process. Managerial implications from our investigation are also discussed.
The Psychology of Asian Consumers: What We Know and What We Don’t
하영원 Academy of Asian Business (AAB) 2015 Academy of Asian Business Review Vol.1 No.1
Understanding the psychology of Asian consumers is crucial in both practical and academic domains. In this article, I briefly describe the psychological characteristics of Asian consumers on the basis of previous findings in cultural psychology and cross-cultural consumer behavior. These characteristics are organized around five cultural syndromes; collectivist-individualist orientation, interdependent-independent self-construal, holistic-analytic thinking style, prevention-promotion orientation, and reliance on past-present (or future) events. For directions guiding future research, I suggest that researchers lay emphasis on psychological similarities as well as differences among cultures and put more weight on asymmetric cultural syndromes. The importance of neuro-scientific investigations regarding cultural differences as well as examination of subcultural differences is also emphasized.